Although neuromarketing research has developed, the current studies lack to provide
comprehensive insights into neuromarketing and marketing mix. Therefore, this study has …

In the past decade, neurophysiological and physiological tools have been used to explore
consumer behaviour toward advertising. The studies into brain processes (eg, emotions …

Application of neuroscience methods to analyze and understand human behavior related to
markets and marketing exchange has recently gained research attention. The basic aim is to …

This study aims to select the physiological and neurophysiological studies utilized in
advertising and to address the fragmented comprehension of consumers' mental responses …

Despite the advancement in neuroimaging tools, studies about using neuroimaging tools to
study the impact of advertising on brain regions and processes are scant and remain …

Introduction The present paper discusses the findings of a systematic review of EEG
measures in neuromarketing, identifying which EEG measures are the most robust predictor …

The purpose of the present study is to investigate whether the effectiveness of a new ad on
digital channels (YouTube) can be predicted by using neural networks and neuroscience …

The neuromarketing phenomenon has led to a makeover in the marketing area, and its
application in the business world has generated a better insight into understanding diverse …

The limitations of self-report techniques (ie, questionnaires or surveys) in measuring
consumer response to advertising stimuli have necessitated more objective and accurate …

Product placement is regarded as a covert advertising strategy because viewers are often
unaware of the persuasion attempt when they are exposed to product placement due to the …